Scoring your marketing funnel

A well-structured marketing funnel can be the difference between a prospective customer becoming a loyal one…or choosing another brand. Here’s how to help make that all-important conversion.

Every interaction, every touchpoint is an opportunity to engage with potential customers and convert them into paying ones. But how do you work out the effectiveness of these interactions and touchpoints? How do you determine which are performing well at each stage of your funnel, and which require fine-tuning?

That's where the power of calculating your marketing funnel strength comes in.

Our strategic model maps out the stages your customers might go through, from becoming aware of your product or service to making a purchase and, if you do a great job, beyond that to brand advocacy.

It also gives you the insights needed to improve and maximise your marketing ROI. So let’s get calculating.

Step 1. Funnel strength analysis

• List the marketing actions you’re currently using at each stage of the funnel, on the left-hand side. The same actions can appear at multiple stages of the funnel.

• List the marketing actions you should be taking on the right-hand side. These might be actions you’ve been considering or that competitors are using successfully.

• Now rate how well the marketing actions on the left-hand side are working for you. If you’re doing something that brings no noticeable benefit, give it a 1. If you’re seeing success from something and you wouldn’t change anything about it, give it a 5.

  Confused? The marketing funnel can do that to you

  But panic not. We can help. Book a free 45-minute consultation and we’ll work out your funnel strength with you. We’ll also follow up with a personalised guide with practical steps you can take to strengthen your marketing efforts.

Step 2. Funnel strength calculation

• For each stage of the funnel, put the number of actions you’ve identified on the left-hand side of the funnel into the Actions column.

• In the Total available actions column, put the total number of actions available to you (this is the total of the number of actions that appear on the left- and right-hand side of your funnel).

• In the next columns, put your ratings of the actions you’re using. Leave boxes blank as necessary.

• Use these formulas to calculate Action level rating, Quality of action rating and Overall strength:

  Action level rating = (Actions / Total available actions) x 5

  Quality of action rating = Sum of quality scores / Number of quality scores

  Overall strength = (Action level rating + Quality of action rating) / 2

• Finally, calculate your Total to get your funnel strength

  Total = Sum of Overall strength scores / 5

Here’s an example of what it might look like when you’re done…

Need a hand with your calculations?

We can do it for you. Book a free 45-minute consultation and we’ll work out your funnel strength with you. We’ll also follow up with a personalised guide with practical steps you can take to strengthen your marketing efforts.

Step 3. Take action

Once you’ve calculated your funnel strength, you’ll have a much better idea of the true costs of the actions in your funnel and where the waste is.

It also helps you identify your single greatest opportunity, so you can invest in that first (clue: your greatest opportunity is your greatest weakness).

We suggest you use your newly-calculated funnel to set meaningful KPIs to each action and track them to improve their quality.

This is something we can help you with too.

When you book a free 45-minute consultation with us, we’ll spend the time working out your funnel strength with you. We’ll use this information to create a personalised plan of action, full of practical steps you can take to strengthen your marketing efforts.

There’s no charge and no obligation to buy our services. Just great advice from marketing experts.